Allied Domecq

In 2005, the spirits industry noticed far more people were beginning to drink wine in the U.S. However, the rise in the popularity of cocktails, helped by programs such as Sex and the City, was waning. The challenge for Allied Domecq was to create an aura of rejuvenated hipness for the cocktail culture in the U.S. To promote the breadth of its appeal and reflect the sheer diversity of cocktails that can be made and enjoyed, we put them in the hands of unlikely consumers from around the globe. They became the “trend-setters” and “influencers” for the brand.